uses and abuses of advertisement essay
Answers
Today advertisement plays a very vital role in our daily life. This art is based on the principle of human psychology.
Needs and wants are the guiding factors. So, the businessman adopts such methods in order to attract the customers to his product. The advertiser also tries to create demand for the product, if there exists none.
Actually what we see is that good advertisements are the matured and ripe fruits of some clever thinking done by very sound and crafty brains. If the article is advertised again and again in a catchy and tasteful manner, it becomes very difficult to check temptation to buy it.
Uses-there are many uses or advantages of advertisement. It is a very effective means of publicity and propaganda.
We can get all the necessary information needed by us from the advertisement column of a newspaper. Advertisement can be done through many agencies. Newspaper is one of them. Other means are the radio, T.V. and handbills.
Another very important function of advertisement is that it has helped in stabilizing the production, keeping the standard of quality and preventing the fluctuation in prices. It has also helped in promoting trade and in creating demand. It has become a necessity in this age of science and technology.
Abuses-But there is another side of advertisement also. Some crafty people try to cheat the purchaser through this media. It rather becomes very difficult for a purchaser to discriminate between the genuine and spurious goods. It is a pity that in such cases the general public has to suffer. Even then no body can deny the usefulness of this media.
Some common medicines have become a household name through advertisement alone. Hence, it becomes essential for the government to keep an eye on this powerful media so that undue abuse may not be practised by tradesmen.
Advertising can be defined as a form of
communication with the goal of persuading the
intended audience to take certain actions (like buying
a product or availing a service).
• The content of most advertisements is:
– information about the organization/business firm,
– description of the product/service,
– benefits of the product (often through
comparisons) and
– specifying the target audience.
Uses of advertisments:
1. It Increases the Sales Volume:
Advertising increases the sales volume of the product. Hence mass production is possible. This leads to a reduction in the cost of production.
2. It Increases the Net Profit:
It increases the net profit by a higher turnover of sales. It leads to a higher volume of production. Hence the average cost of production is less, and the profit will increase.
3. It Stabilizes the Sales Volume:
Stabilization of sales volume is possible through advertising by the process of repetition. Regular and frequent advertising leads to a regular flow of sales. It gives the name, location, products, and services of the selling houses to the public often. During the slump period, advertising tends to ensure a permanent class of customers to buy the product.
Abuses of advertisements:
1. It Is a Costly Function:
One strong objection to advertising is that it is a very costly function. Many studies have proved that the cost of ads exceeds that of sales by a small but significant percentage. In theory, the high cost of advertising is covered by increased sales of the advertised product, but this usually is not the case.
2. Misleading Claims About Products:
Some advertisers cleverly create misleading impressions of their goods—they present a very rosy picture of their products with the object of increasing their sales. In reality, their item is of inferior quality. To demonstrate this point, here is a list of some of the most infamous and misleading product claims.
3. Encouragement of Monopoly:
Advertisement restricts competition among products. Big industrialists and manufacturers can use advertising to increase their monopolistic control over the market against the public interest. Advertising increases awareness about a few products but causes all other options to be overlooked.
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